Life360 Launches Ad Platform: Connecting Brands with Families

Life360 Introduces an Innovative Advertising Platform

Life360, Inc. (NASDAQ: LIF), a leader in family connection and safety, has rolled out an exciting new advertising platform aimed at enhancing connections between brands and its extensive community of over 40 million monthly users. This platform leverages Life360’s rich insights about family dynamics and location data to provide a privacy-conscious approach to targeted advertising, allowing brands to effectively reach families with content that resonates.

Partnerships that Enhance User Experience

Among the first to collaborate on this platform is Uber, which integrates its services with Life360’s Landing Notifications. This feature notifies users upon arrival at locations, prompting them to book rides seamlessly. Additionally, targeted advertising promoting Uber teen accounts has been launched, enabling teenagers aged 13-17 to request rides and order meals, all under the watchful eye of their parents. This partnership not only illustrates the utility of the platform but also emphasizes the commitment of Life360 to maintain a secure and engaging environment for its users.

Exceptional User Engagement

Users of the Life360 app exhibit impressive engagement metrics, averaging five logins per day. This high frequency positions Life360 among the top 15 iOS applications in the U.S. by daily active users, competing with major players in social media and streaming services. The platform’s ability to harness first-party data enables brands to create highly specific audience segments, ensuring that advertisements are both relevant and personalized, while adhering to top-notch privacy standards.

Safety and Privacy Commitment

The safety of users remains a fundamental principle of Life360's operations. The advertising platform follows a strict privacy-first model, ensuring that user data utilized for marketing purposes is anonymized and hashed. Children under the age of 18 are excluded from targeted advertising segments, and particularly sensitive location data, such as that associated with schools and medical facilities, is never employed in advertising strategies. Such measures ensure both a secure and insightful advertising experience.

Leadership Driven by Experience

To steer the advertising platform towards success, Life360 welcomed Brian McDevitt, a Google veteran, as the Vice President of Ad Sales and Strategy. His expertise is expected to facilitate the expansion of Life360’s advertising initiatives globally, making it a valuable resource for brands seeking to engage with family-oriented audiences.

Enhancing Family Connections

Life360's core mission is to keep families connected and safe. The mobile app and associated Tile tracking devices empower users to monitor the wellbeing of their loved ones, offering various features like location sharing and crash detection. This commitment to safety not only reinforces the family connection but also enhances the overall user experience.

About Life360

Life360 is a family safety and connection company dedicated to providing its users with peace of mind. With a robust user base of about 70 million monthly active users across over 150 countries, Life360 helps users navigate life’s moments, whether mundane or significant. The company remains a remote-first organization rooted in the San Francisco Bay Area, continually evolving to meet the needs of its community.

About Uber

Uber is on a mission to create opportunities through movement, having transformed the way people access transport since its inception in 2010. With over 42 billion trips completed, Uber continues to innovate, connecting individuals with essential services and reshaping urban mobility.

Frequently Asked Questions

What is Life360's new advertising platform?

The new advertising platform offers targeted advertising using family insights and location data to connect brands with Life360’s user base.

Who are Life360's initial advertising partners?

Uber is one of the first brand partners to integrate its services with Life360's advertising platform, focusing on family-oriented features.

How does Life360 ensure user privacy?

Life360 employs a privacy-first approach, anonymizing user data for advertising and excluding users under 18 from targeted ad segments.

What unique features does Life360 offer to users?

Life360 provides services like location sharing, safe driving reports, and crash detection to keep families connected and safe.

Who is leading Life360's advertising efforts?

Brian McDevitt, a Google veteran, has been appointed as Vice President of Ad Sales and Strategy to oversee the platform's development.

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